Buzzwords in Marketing Automation: What is Dynamic Content?

Dynamic Content: its meaning and how to apply it. A part of the series Buzzwords in Marketing Automation.

Are you asking yourself, what is dynamic content?

dynamic contentDynamic content can be the magic link between content and conversions. It is content within a website, a form, a landing page, or an email that changes based on the interests or past behaviors of the viewer. It creates an experience that is customized for the viewer that that moment, and can quickly grab your prospect’s or customer’s attention by personalizing content to the visitor.

It eliminates the need for multiple landing pages, depending on things like location. If you want your webpage to have an image of barbeque when someone from Texas is viewing your page, that’s an example of a dynamic webpage. It’s a way to hyper-target your audience.

How does it work?

Marketing automation tools such as Lead Liaison build a rich profile of your website visitors that strengthens over time. That tool can then combine behavioral information (things the visitor does within your website) with demographics from your CRM. Then, that data can be retrieved in real-time and used in a rule set that tells the system when and where to show personalized content.

You can set dynamic content to change based off of things like:

  • Location
  • Lead score
  • Actions taken (such as clicks, email opens, document downloads, and more)

You can use it to:

  • Customize a viewer’s web experience
  • Personalize emails – a viewer’s name is retrieved from your contact database and inserted into the email

“In-house marketers who are personalizing web experiences and who are also able to quantify the improvement (in the context of online sales or their key website performance metric) are seeing, on average, a 19% uplift in sales.” – Linus Gregoriadis, Econsultancy

Dynamic content is a powerful tool for businesses, marketers, and for user experience. Learn more about implementing this within your own marketing by clicking here:

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